The challenge
Neumáticos LAF has been selling tires in Córdoba, retail and wholesale, for more than 40 years. When Marcos Dania took over the family business five years ago, he found an operation that worked but couldn't scale: pencil, paper and, with luck, an Excel spreadsheet.
The first step was going digital: a website, social media, a company WhatsApp line. But the shift created a new problem: the entire customer service load landed on the team's phones. With a catalog of more than 700 brand and size combinations and separate price lists for each channel, every answer meant checking stock, confirming the right price and not making mistakes. If the team was busy, the customer waited. If they waited too long, they left.
The problem wasn't a lack of demand or product quality: it was the friction between the customer and the answer. In a market where import competition has leveled prices, service had become the only real differentiator.